Where all the money went
THE just concluded Lagos Fashion and Design Week 2013 gulped all of N150 million. The four-day show put Lagos on the world map as fashion designers showcased sumptuous pieces. GTBank, the headline sponsor bankrolled the show with N100 million, MTN and other sponsors shelled out N50 million for the world class show.
A large chunk of the N150 million went into venue, décor, publicity. N10 million was paid to secure the Oceanview Restaurant ground on Adetokunbo Ademola Street, Victoria Island, Lagos, for four days the event held. Uche Majekodunmi’s Newton and Davids was said to have pocketed N7 million for the venue décor. The company transformed the Oceanview arena into a heavenly ambience with new décor and fresh flowers.
The Oceanview, Eko Hotel ground was a flat open space before the show. Balmoral Events brought in four wonderful marquees to cover the space for the four-day show. The biggest of all the four marquees accommodated the runway, backstage and the audience space. Another one was planted for the exhibitors, a small one was used for the after party and another smaller one for the models’ rehearsals. We learnt N15 million was paid for these services.
N20 million went into publicity, the media campaign which included paid adverts in newspapers and magazines. The big banners used to decorate the frontage of Oceanview arena and billboards scattered around Lagos gulped part of the N20 million out of which N500,000 was paid to Banke Olutimehin reigning Miss Lagos Carnival. She is the model whose face appeared on the banners, posters and billboards used for the shows. Sources revealed she (Banke) was paid directly, no intermediary or agency was involved.
The world class runway was constructed for N3 million while the event manager, Zapphaire’s Funke Bucknor-Obruthe allegedly smiled to the bank with N10 million fee. The petite event entrepreneur was at the venue all through the four-day event. She also supplied all the usherettes for the show.
48 super models were called to duty for the Lagos Fashion and Design Week 2013, each of the models were paid fees ranging from N100,000, N80,000 and N70,000. Sources revealed the models are yet to be paid but the organizers have informed them to forward their account details for immediate payment. About N5 million was budgeted for the models, their accommodation inclusive.
To set up the lounge where the after party held also cost a lot of money. Inside the lounge were expensive and choice drinks like Moet and Chandon, Super Premium Vodka Belvedere. Guests partied and danced non-stop at the closing of each night to music supplied by DJ Neptune.
Maybellene, a New York based cosmetic line did the models make-up all through the four-day show, while Bobby Signature was responsible for the models’ hairdo and as we were reliably informed, Bobby Eke front man of the hairstyling company who came to the show with a walking stick pocketed N5 million for his services.
Cash prizes for winners of every category at the show also got a chunk of the money.
Igwedinma Rodney Emeka, the Creative Director of McMekawas won the MTN, British Council, Lagos, Fashion and Design Week. Young Designer Entrepreneur award. He walked away with N4 million cash prize. He also got a six months paid internship with international brand, Edun owned by rock star, Bono and his wife. Uju Nwobodoh won the Young Model of the Year award. She became N1 million richer via this award.
There is also cost incurred touring the country auditioning for young fashion entrepreneurs, hotel lodging and other miscellaneous costs. The organizers, however, made money via ticket sales, fees paid by fashion designers and exhibitors. A ticket sold of N5,000.
The Lagos Fashion and Design Week is an initiative of Omoyemi Akerele, Creative Director, StyleHouseFiles. The show came up on Wednesday, October 23 to Saturday, October 26, 2013. Some of the designers who paraded beautiful pieces at the show included Ella and Gabby, Orente Ayaoba, Wana Sambo, Valerie Davids, Sunny Rose, Mai Atafo, Odio Mimonet, Jewel by Lisa and a host of others.
– FOLUSO SAMUEL Encomium